{"id":12767,"date":"2025-11-19T13:19:53","date_gmt":"2025-11-19T12:19:53","guid":{"rendered":"https:\/\/promogen.cz\/?p=12767"},"modified":"2025-12-12T11:35:21","modified_gmt":"2025-12-12T10:35:21","slug":"pripadova-studie-leoness","status":"publish","type":"post","link":"https:\/\/promogen.cz\/cz\/pripadova-studie-leoness\/","title":{"rendered":"P\u0159\u00edpadov\u00e1 studie: Leoness"},"content":{"rendered":"
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\"\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div>
V\u00fdkonnostn\u00ed reklama, Performance<\/a><\/div>\t\t\t \t\t\t\t\t\t \t\t\t\n\t\t
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P\u0159\u00edpadov\u00e1 studie: Leoness<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t\t \t\t\t\t\t
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Jak jsme zv\u00fd\u0161ili efektivitu kampan\u00ed, sn\u00ed\u017eili PNO a nastartovali r\u016fst B2C segmentu<\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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Leoness.sk<\/a><\/span><\/strong> je e-shop p\u016fsob\u00edc\u00ed na slovensk\u00e9m trhu s dlouholet\u00fdm z\u00e1zem\u00edm v B2B segmentu. Zam\u011b\u0159uje se na prodej hygienick\u00fdch pot\u0159eb, \u010distic\u00edch prost\u0159edk\u016f a sortimentu pro kancel\u00e1\u0159skou organizaci a archivaci (zaklada\u010de, po\u0159ada\u010de a organiz\u00e9ry)<\/span><\/p>\n

Klient dlouhodob\u011b dosahoval dobr\u00fdch v\u00fdsledk\u016f v B2B segmentu, ale neda\u0159ilo se mu efektivn\u011b rozv\u00edjet B2C \u010d\u00e1st. Kampan\u011b generovaly vysok\u00e9 PNO a nebyly \u0161k\u00e1lovateln\u00e9, co\u017e omezovalo r\u016fst obratu.<\/span><\/p>\n

C\u00edl byl proto jasn\u00fd: zefektivnit kampan\u011b, systematicky je \u0161k\u00e1lovat a vytvo\u0159it udr\u017eitelnou strategii r\u016fstu.<\/span><\/p>\n

Spolupr\u00e1ci jsme zah\u00e1jili 1. 8. 2025 a u\u017e b\u011bhem prvn\u00edho m\u011bs\u00edce se za\u010daly projevovat viditeln\u00e9 v\u00fdsledky. V t\u00e9to p\u0159\u00edpadov\u00e9 studii sd\u00edl\u00edme, jak jsme toho dos\u00e1hli.<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div>

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V\u00fdchoz\u00ed stav: Co jsme \u0159e\u0161ili<\/b><\/h3>\n
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  • Dlouhodob\u011b n\u00edzk\u00fd obrat a vysok\u00e9 n\u00e1klady \u2013 kampan\u011b na hranici re\u00e1ln\u00e9 v\u00fdnosnosti.<\/span><\/li>\n
  • V Google Ads se pracovalo pouze se z\u00e1kladn\u00ed segmentac\u00ed kampan\u00ed.<\/span><\/li>\n
  • Na\u0161eho klienta dlouhodob\u011b t\u00e1hl B2B segment, c\u00edlem bylo nakopnout B2C.<\/span><\/li>\n<\/ul>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div>
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    Cesta: Jak jsme na to \u0161li<\/b><\/h3>\n

    Pokud se n\u011bkter\u00e9 produkty neprod\u00e1vaj\u00ed celoro\u010dn\u011b, nebudeme se sna\u017eit j\u00edt hlavou proti zdi a tla\u010dit jejich prodej. Proto jsme se v prvn\u00ed f\u00e1zi spolupr\u00e1ce s klientem zam\u011b\u0159ili na produkty a kategorie, o kter\u00e9 maj\u00ed z\u00e1kazn\u00edci skute\u010dn\u00fd z\u00e1jem. My\u0161lenka byla jednoduch\u00e1 \u2013 d\u00e1t z\u00e1kazn\u00edk\u016fm to nejlep\u0161\u00ed z toho, co sami cht\u011bj\u00ed, a netla\u010dit to, co chceme prod\u00e1vat my z jak\u00e9hokoli d\u016fvodu.<\/span><\/p>\n\t\t<\/div>\n\t\t

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    Nov\u00e1 struktura kampan\u00ed<\/h4>\t\t\t\t\t\t
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    • Zahrnuli jsme v\u0161echny produkty do PMAX kampan\u00ed.<\/span><\/li>\n
    • Kampan\u011b jsme \u0161k\u00e1lovali podle historick\u00fdch dat \u2013 zvl\u00e1\u0161\u0165 pro top kategorie a zbytek sortimentu.<\/span><\/li>\n
    • Vyladili jsme obsah jednotliv\u00fdch asset\u016f a nastavili jejich roli v n\u00e1kupn\u00ed cest\u011b z\u00e1kazn\u00edka.<\/span><\/li>\n<\/ul>\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t